Mass Media and Public Opinion How does it change our minds and does it make them up for us?

What is the building blocks of public opinion?

What is public opinion anyway? Public opinion is a complex collection of opinions There is no mass mind out there Public opinion: attitudes held by Significant number of people on matters of government and politics.

Public Affairs Politics Public issues Public Policy General concern/interest to a significant portion of the people.

Where do our attitudes come from? Family – views of parents Education – views of teachers Mass Media – views of broadcasters Peer Groups – views of friends

Attitudes continued….. Opinion Leaders – person who has a strong influence on views of others. Historic Events…..

What does this mean to you? 911

They shape our lives Great Depression Turbulent 60’s & 70’s 9/11 JFK Iraq/ Afghanistan MLK 9/11 revisited BK Nixon Berlin Wall Clinton

How is it measured? A few ways…. Elections Interest groups Media Personal Contacts

Polls --- the best way Straw vote: asks the same question to a large number of people Scientific polling: cross section

Polling Process Defining the universe – opinions that matter Constructing a sample – slices of the universe Random sampling – no pattern Quota sample – reflective of universe Interviews – what impact does this have? Analyze findings -- results

Evaluation Measures Do polls shape? Intensity: strength of feeling Stability: changeableness of feeling Relevance: how important is the feeling Do polls shape?

Limits on impact Must still protect the opinions not in majority Not elections

The Mass Media Media – plural of medium – means of communication. TV Newspapers Radio Magazines

Media and politics Public agenda: problems that need political attention Electoral politics

Limits on media influence Few people follow events Few voters Few informed voters selectivity

How does the media affect you? Think about how it affects your opinions. Think about how you get your information. Think about social media in this equation. Does that skew reliable information? Compare your awareness prior to this class to before entering. Think about your awareness following RHS.